When it comes to selling handmade goods online, Amazon Handmade and Etsy are two of the top platforms for artisans and crafters. Each offers unique advantages, making the choice between them important for long-term success. Understanding their differences can help sellers make the right move.
Etsy has long been a go-to for handmade and vintage items, while Amazon Handmade offers access to Amazon’s massive customer base. From fees to features, both platforms cater to creatives in different ways. Let’s explore how they compare and which suits your business best.
Read More: Amazon Handmade Guide: What Sellers Must Know
A Foreword on Each Marketplace
Etsy and Amazon Handmade have established themselves as key players in the handmade goods market. While Etsy has cultivated a creative, niche community, Amazon Handmade brings scale and trust from the larger Amazon ecosystem. This section introduces their core identities and what makes them appealing to different seller mindsets.
The handmade marketplace isn’t just about selling crafts—it’s about connecting with the right audience. Etsy appeals to those who value personalization and artisan communities. Amazon Handmade, on the other hand, offers access to high-volume shoppers looking for unique finds backed by Amazon’s logistics.
Sellers should consider their brand identity, customer engagement preferences, and long-term goals when choosing a platform. Each marketplace has its strengths, and understanding them helps tailor a strategy that fits your product and business vision.
Amazon Handmade Vs Etsy – Similarities & Differences
Etsy and Amazon Handmade both serve handmade product sellers, but they differ in structure, brand atmosphere, and shopping experience. Etsy feels like a digital craft fair, while Amazon Handmade operates more like a curated section of a large retail store. These subtle but important differences shape how buyers and sellers interact.
In terms of similarities, both platforms require products to be handmade, vintage, or artisan in nature. They offer global exposure and tools to help sellers succeed, including storefront customization and promotional features. However, seller setup, fees, and approval processes vary significantly between the two.
Amazon Handmade requires a more rigorous application process, while Etsy is open and faster to start. Etsy provides more artistic freedom and community feel, whereas Amazon offers streamlined fulfillment and an established buyer trust. Sellers need to evaluate where their business fits best.
Pros & Cons of Selling on Etsy
Etsy is known for its ease of use and strong community vibe, making it ideal for independent crafters and new sellers. The platform allows quick setup and provides rich features for branding and storytelling. Buyers on Etsy also tend to value artisan backgrounds and handmade authenticity.
However, Etsy’s growing seller base has led to higher competition, making visibility a challenge without paid promotion. The platform also imposes transaction and listing fees, which can accumulate as you grow. Customization is strong, but tools can feel limited compared to larger-scale platforms.
Sellers benefit from Etsy’s loyal customer base and search-friendly design, especially if their items are niche or art-driven. But as competition rises, success may require extra effort in marketing, SEO, and design. For many, it’s a creative hub with real potential, if navigated strategically.
Pros & Cons of Selling on Amazon Handmade
Amazon Handmade opens up opportunities for artisans to tap into Amazon’s massive global marketplace. Sellers benefit from Prime shipping eligibility, customer trust, and access to Amazon’s powerful infrastructure. This can drive more traffic and make logistics easier for businesses ready to scale.
However, getting started on Amazon Handmade involves a stricter approval process, which can deter newcomers. Listing products may also feel less creative due to uniform layouts and limited branding control. The platform leans more toward efficiency than storytelling.
Fees can also be higher, with a 15% referral fee and no per-listing charge, but monthly Professional account costs apply unless waived. Despite limitations, Amazon Handmade works well for sellers focused on volume and ready to manage a larger customer base through a streamlined process.
Products Sold on Amazon Handmade & Etsy
Both platforms support handmade categories such as jewelry, home décor, art, clothing, and gifts. Etsy is better known for personalized items, vintage goods, and digital downloads like art prints or planners. Amazon Handmade limits its scope to handmade physical items only, excluding digital products.
Etsy sellers often take advantage of customization tools and allow buyers to request specific changes or personalization. This creates a more interactive and tailored shopping experience. Amazon Handmade, in contrast, emphasizes straightforward purchasing with minimal customization.
Product types may overlap, but audience expectations differ. Etsy shoppers look for uniqueness and character, while Amazon Handmade buyers often expect convenience and fast shipping. Sellers should understand these buyer behaviors to properly tailor their product offerings and listings.
How to Sell on Amazon Handmade vs Etsy
Starting on Etsy is usually quicker, requiring only basic shop setup, product listings, and payment configuration. It’s accessible to beginners and doesn’t require application approval, which means sellers can be up and running in a day. Etsy’s tools help manage orders, stats, and ads efficiently.
Amazon Handmade demands an application review, including information about your business and production methods. Once approved, sellers must set up a Professional Seller account and navigate Amazon’s backend. This is better suited for those with structured inventory and a fulfillment plan.
Although both platforms offer growth potential, their setup paths cater to different seller profiles. Etsy supports flexibility and creativity with a lower barrier to entry. Amazon Handmade supports scalability with a more corporate, logistics-driven interface geared for sellers aiming for larger volume.
Amazon Handmade
This section dives deeper into Amazon Handmade’s ecosystem, outlining the benefits of its integration with the larger Amazon infrastructure. It’s ideal for those wanting reach and reliability, particularly if you’re looking to scale your handmade business beyond niche markets.
Amazon Handmade’s product pages resemble Amazon’s standard layout, offering consistency but limiting creativity. Sellers may find it easier to convert shoppers who are already accustomed to the Amazon buying process. Shipping through Fulfillment by Amazon (FBA) can also boost visibility.
Still, sellers must ensure they meet handmade criteria, as Amazon strictly enforces product eligibility. For those willing to align with its policies and adapt to the environment, Amazon Handmade provides access to a massive pool of customers with built-in trust and search visibility.
Frequently Asked Questions
Is it easier to start selling on Etsy or Amazon Handmade?
Etsy is easier and faster to get started with, requiring no approval process. Amazon Handmade requires an application and approval. Etsy is ideal for beginners testing the market.
Which platform has lower fees—Etsy or Amazon Handmade?
Etsy charges listing, transaction, and payment processing fees. Amazon Handmade waives listing fees but charges a flat 15% referral fee. Overall costs depend on your sales volume and setup.
Can I sell on both Etsy and Amazon Handmade at the same time?
Yes, many sellers list on both platforms to increase exposure and sales. Managing both requires solid inventory tracking. It’s a good way to test which audience fits your product best.
Which platform offers more customization for my shop?
Etsy allows more creative freedom with shop design and branding. Amazon Handmade offers limited customization in favor of consistency. Etsy supports more unique brand storytelling.
Does Amazon Handmade offer Prime shipping for handmade items?
Yes, sellers using Fulfillment by Amazon (FBA) can offer Prime shipping. This can boost visibility and appeal to fast-shipping shoppers. Etsy does not offer anything similar to Prime.
What type of products sell best on each platform?
Etsy thrives on personalized gifts, vintage finds, and digital downloads. Amazon Handmade performs well with high-demand categories like jewelry and home décor. Product success depends on your niche and marketing.
Which platform is better for long-term growth?
Amazon Handmade offers greater scalability due to its infrastructure and buyer volume. Etsy provides steady growth in niche markets with strong community support. Your long-term strategy should guide the choice.
Conclusion
Choosing between Etsy and Amazon Handmade depends on your goals, experience level, and product type. Etsy is perfect for creatives seeking control, while Amazon Handmade excels in scalability and logistics. Both platforms can be successful when aligned with your brand strategy, so understanding their strengths will help you make the best decision for your handmade business.